For the operation of the e-commerce in Korea's clothing homes

The annual 40 Chong hair slightly gray, this is not he in pursuit of a certain fashion, "Zhao Total white hair in our eyes a root grow out," one of his employees said.

Indeed, from the beginning to the end of the year, Amoy brand clothing homes from four hundred or five hundred people to develop the scale of more than 1000 people's company, "a lot of people, a lot of things need to straighten out, the founder and incumbent CEO is exhausting Labor, at present, he wants to do is the management of profound, this and he for the Korean clothing homes E-commerce operation requirements in the same vein.

The purchase of a broken overseas

Korean Clothing homes positioning the Internet apparel brand Han Feng fast fashion and Chong I have a great relationship.

Chong graduated from Shandong University Korean major, after graduation by the Chinese side sent to Korea to do trade between China and Korea, one to do is ten years. Before the official involvement in E-commerce, he did not know what is the clothing industry, but not what is fashionable, but because of his early experience in the Internet and the South Korean culture of the understanding of the Han are "toss" out.

While he was still a Chinese representative of South Korea's trade representatives, a chance to see a Korean personage, he and Chong in small talk, said: The future trade is e-commerce, female fashion is one of the most lucrative business.

This conversation, at that time wanted to do the internet but the direction of the Chong is tantamount to a sobering move. In the decade of South Korea, Chong felt this tiny little to the European and American fashion has the high efficiency conversion ability, "but unfortunately, domestic to this kind of fast fashion feeling but has to lag much".

At that time, the domestic traditional trade enterprises to South Korea purchase, is a fashion of Korea to introduce a way, but Chong feel so slow, inefficient. Zhao then thought, "The Internet can shorten this time, I should use this platform to the Korean fast fashion really first-hand into China," he is the number one choice is to do purchasing.

At first, he made all sorts of good expectations for purchasing, but did not want to operate soon after the mishap of overseas purchase deeply stung him, Chong will be summed up as the four major mishap of overseas purchasing.

"One is too long. From the domestic customer orders to our help to go overseas orders, take international freight and so on, a single purchase process often in 10-15 days. ”

"The second is very inconvenient to return goods." Online shopping will inevitably have the return link, but a single goods returned in no less than a single to save time, plus the expensive international postage, return the cost is too high. ”

"Three is the occurrence of broken goods and shortage of the frequency is quite high." As a purchasing business with overseas suppliers is difficult to synchronize inventory, however, fashion brand apparel inventory transformation is very fast, the domestic site is showing inventory, customers under the purchase order, then go to procurement may be out of stock. From the customer here, they wait more than 10 20 days first, finally you tell him sorry, out of stock, customer disappointment makes us very uncomfortable. ”

"Four is the price is not high." Many Korean clothing is by the Chinese foundry, completes after the export South Korea, the Korean supplier puts the goods on the Internet, already occupies the high profit, we Chinese people again comes the total pay, this is not very fair. ”

Chong feel that the four major mishap overseas purchase is not through their own efforts can overcome the good, a year later in 2009, he decided to stop purchasing business, turn to do their own brands.

It is in the exploration of own brand operation, Chong introduced buy hand system. Mode of change, the introduction of the Korean wind fast fashion's original intention has not changed.

Introduction of buying Hands

Buying hands is not the first Korean clothing homes, the international apparel industry such as Zara, h&m, etc. are in the hands of the operation, Chong introduced to buy hands because the sales team is too weak, "in order to control the risk, had to transfer pressure to the product sector." This kind of unintentional insertion of willow but gave birth to the Korean clothing house core business model.

(Note: Picture from I World Network business)

At present, there are five product departments in Korea's clothing house, more than 100 buy hand group is subordinate to the product department, they are Korean clothing shed a business process operation of the original cells, production department and marketing Department of the main work is to cooperate with the buying team to do the product, can say, Han Feng fast fashion line of production power in each buying team here.

From the microscopic perspective, each buying team consists of three to five people, their role is the selection of division, commodity Production Commissioner, Order library and clerical staff. Chong prefer to call them small bosses because each buying team has a lot of autonomy: what to choose, what to produce, what the specifications are, how much to produce, when to shop the channels, how much to price, when to discount, when to withdraw goods, etc. ”

After each newly formed group can receive the operating expenses of $150,000 from the company, it will start to buy the samples from Korea and then make a new one and then shop for the various internet channels. Chong told reporters, "At present, the Korean clothing homes for the cost of buying a sample of more than 1 million per month."

K903 Jeans is a very simple gray jeans, is one of the most successful Korean clothing homes, the pants type has been in existence for three years, shipments of hundreds of thousands of, then, this model is how to buy the hands of the team to operate it?

Initially, the group that was responsible for the operation of the product first purchased a sample from South Korea, when the buyer's team had only a 20,000 yuan operating fee. Buying a team to improve on the basis of the sample, the improvement is based on the understanding: China and South Korea in the habits and ethnic differences will determine the differences in clothing production, such as South Korea's relatively thin winter clothes, introduced to the Chinese, it is necessary to do thickening treatment. The skeleton of the Korean people and the skeleton of the Chinese people also have differences, these in the introduction should also be to shoulder width, sleeve length and so on to improve.

The improved K903 jeans are made in ready-made garments, which are ordered by the buying team to the production department, which will not be too much, but will not be less than a numerical value, after the production of finished products to start on the online trial. During the trial period, the marketing department is responsible for the overall operation of the K903 jeans in the network channel, "including the standardized management of uploaded goods, providing customers with more accurate search, traffic distribution and how to better carry out visual communication, etc."

The trial phase has two results: best-selling and unsalable. If unsalable, consider withdrawing goods, and no longer enter the next link. Luckily, K903 jeans sell well at the trial stage and can go to the mass production stage. This stage is to add color, increase and reduce the operation of the product: will not cover the original color and size to fill, because of mass production, cost reduction, consumers are about to buy K903 jeans competition in the sales stage low price.

Finally, when the mass production of products from the factory shipments, and then into the Korean clothing homes of the Internet distribution channels, which is a network of net marketing, including its own web site, the cat and other E-commerce platform: a shop, where customers Prudential products, Jingdong Mall and Mai Lin. At present, the Korean clothing house's own web site accounted for about 5% of the sales, the cat's share of the largest, accounting for 60%.

Now, K903 jeans have become the basic section of Han's clothing, "perennial best-selling will be perennial production", but the proportion of the basic model is not much, only accounted for the overall 20% or so, the remaining 80% or so by the buying team constantly introduced new, and constantly eliminated, this point, basically embodies the fast fashion production fast-paced.

According to Chong, currently in the Korean clothing house has made monthly sales of 5 million of the buying team, in accordance with the relevant rules, the group in the next month will have sales of 70% of the right to use, that is, 3.5 million operating costs. There is also the opposite situation where 150,000 of the team did not make a performance in the month, and there was naturally not much operating cost next month, and the lack of funds remained largely unchanged, and the buyer's group was dissolved.

Some people ask Chong, if you are so generous to take out your business secrets, will you worry about being "cloned" by competitors? Chong said: "The core of buying a hand is to buy a hand group, a mature buying group of training needs about two years time." ”

He had witnessed the painful transformation of the first generation of buy-hand groups, "these people who make clothing products before the simple design, buy hand group system requires them to consider at the beginning of the design of whether to sell out the problem, to speculate on consumer preferences, in the design of so many factors, for them is not too easy. ”

However, once the designer transformation for buying hands, it will solve some traditional clothing enterprises are facing problems: the Product department does not understand the market, sales and product departments do not connect enough, buy hands group stand in the market angle to do products, objectively let sales and products have been seamless convergence.

Amateurs Physical Store

The results of the operation of the purchase of the hands of the production sector in the Han are the right to speak a large, which is different from the sales department in other apparel companies the biggest situation. Buy the hands of the system to promote the South Korean clothing homes have new products, coupled with the overall network marketing layout, the average online sales daily walk 20,000.

At present, many on the internet to grow up on the clothing brand crack silk, the Mann and so on have opened the entity shop, Korea all clothing homes Also, in the second half of 2012, South Korea in Jinan opened the first entity store, which is to the Internet channel Supplement? Or is it carrying Han's clothes?

Chong said are not, Test water entity shop is holding amateurs mentality to do, "to meet everyone and their physical store complex." In practice, he found that "offline is not an efficient channel, and it is difficult to reverse over a long period of time". Every day 800,000 of the Internet traffic and physical store thousands of people can not compare the number of visits, "physical store talent training also can't keep up, and there is no time and necessary to do, there are many things on the internet to improve." ”

The head of the marketing department, Gale told reporters, physical store main sales of small inventory products, such as some models sold to the last only 20~30 pieces, will be transferred to the physical store, because put online sales will have "oversold" phenomenon, oversold once the occurrence, will let the consumer's instant purchase into a reservation, at this time, If the Korean clothing house according to the orders of consumers and then to plant a single production, a one or two-day shopping process will be extended to more than 10 days, which caused the user experience is not very good, and oversold will increase the cost of communication to customers.

Chong clearly told reporters that the future will not do the entity shop, he believes there will be more and more mature Internet users do not need any on-site experience, "the Internet itself has the ability to shape the brand, quality is the most important factor in the brand, in our product quality and service quality more and more stable situation, Consumers will be less concerned. ”